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| Author: | Bower, A. B. |
| Title: | Highly attractive models in advertising and the women who loathe them: the implications of negative affect for spokesperson effectiveness |
| Journal: | Journal of Business Ethics
2001 : FALL, VOL. 30:3, p. 51-63 |
| Index terms: | Advertising research Women workers Human capital |
| Language: | eng |
| Abstract: | The pattern of results from two studies indicates that, when sufficient negative affect is generated as a consequence of comparison with beautiful models, evaluations of both the model as a spokesperson and the product argument may be affected adversely because of model derogation. Given the significant effect that evaluations of spokesperson and product argument can have on product evaluations and intentions, the importance of this finding of model derogation is discussed. |
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